Digital Brand-Building Basics

How is brand-building content different from what most radio stations are doing right now with their website and social media?  Well, lemme tell ya.

We’ve had a bunch of new folks subscribe to this blog on email recently (type your email address the module in the upper right if you’re interested, too), so let’s take a moment to review the basics of what this blog is all about.

First of all, let’s think about different levels of radio brand fan-hood.

For years, we’ve talked about our “P1‘s.”  Your P1’s are the folks who listen to you more than any other brand.  This doesn’t mean they even know the name of your brand or what contests you’re running or anything … it just means they listen to you more than they do to other stations.

Your website visitors have an increased level of interest.  You could call your website visitors “P1-Primes.”  These folks tend to be in a higher level of fan-dom when it comes to your brand.  They’re seeking you out online, looking for a deeper level of content and involvement!  This would also tend to apply to someone who signs up for your database emails, or gives permission for you to send them text messages.

Here’s an interesting fact:  when someone “Likes” your Facebook page, or starts following you on Twitter, chances are they’re following a link … from your website or from an email you sent them.  So your Facebook fans are looking for that super-involved level of engagement from you.  They really like your brand, and want even more involvement than your website gives them.  Let’s call them your “P1-Double-Primes.”

Ohhhhh, but here comes the sad part of this story.  Most radio brands, instead of offering a deeper level of interaction on their websites, create only a shallow, surface-y level of involvement.  They haven’t thought about what it is that people love about them, and reflected that in their digital content.  Then, they fritter away the power of the list of folks who are following them in social media … with posts that don’t have anything to do with the brand.  Get out the Kleenex … such a waste!

If you follow Target or Starbucks or Oreos or Trojan or any of the brands we’ve looked at on this blog … you can see that they all post about their brands.  They understand that … for their big fans … their brand is a delightful experience!  It’s a break in an otherwise dreary day!

So, if you’re a music station, people may be coming to you for tunes that change their mood on a stressful day.  But you’re posting on Facebook about entertainment news and asking them if they’re enjoying the sunshine.

If you’re a news/talk station, Rush Limbaugh may be driving your numbers … but is he in your social media anywhere?  Probably not.

You may have found that putting up photo galleries … galleries that have nothing to do with what you do on the air … gets you bunches of web hits.  My friend, you are on crack cocaine.  You are not building your brand.  You are, in the short run, building your hits at the price of sacrificing the clarity of your brand in the long run.

So that’s what Chris Miller Digital is all about:

  1. You figure out what it is that real people love about your brand.  Then, you work to create it on your website and in social media, to give your fans a deeper, more focused appreciation of your brand.
  2. Then … you use all your tools … broadcast and digital … to move people from one form of your brand to another … to help you reach your audience goals.

You want to use what your fans love about you to help you reach your ratings goals and your website goals.  Does having a certain number of people on your Facebook page get you a bonus?  No way.  But you can use those folks to engage more deeply with your brand.  The hard part can be that you have to be continually driven to focus on this stuff yourself, because your sales clients and promotion partners don’t have the same branding goals you do.

Here’s the commercial:  I’ll help you with that.  We’ll dig into your brand and your audience and your digital tools to create brand-building content, so that people are enjoying your brand no matter how they’re using you.  Here are some ways I can work with you.  Plus, I love to talk about this, so call me or email me and I may well give you some free stuff I hadn’t planned on giving away!  OK, commercial’s over.

Chris Miller


One comment

  1. Michael Girard

    You hit on an important point for radio stations entering the world of social media. People are already “engaged” with the brand in the sense that they listen to a station in the car, in the office or work site, when they are outside doing yard work and other chores. When I think about a typical week for me I listen to my favorite radio station a minimum of 10 hours a week (an hour commute in the morning and back in the afternoon). Social media aside (which is the industry I work in) I can’t think of another form of media that I engage with more in a week.

    If I were to follow my favorite radio station and their DJ’s on Facebook and Twitter (which I do) I’m looking for something I can’t get on the radio. I particularly like the morning show guys and I like reading their blogs. I live in a relatively small community so you see these individuals out in their official capacities at events but also just out and about. They are genuinely funny and entertaining and everything you read from them on the stations website, twitter, and blogs sounds like them and better still they’re blogs allow them to tell longer stories and jokes then they ever would be able to on the radio. This is the sort of fuzzy stuff that isn’t in a radio stations wheelhouse but is exactly what gives their followers a more genuine relationship with them and the station.

    Great blog Chirs,

    Michael Girard
    Community Engagement, Radian6

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